China Ceramics New Ceramics Collection 2018, co-sponsored by China Ceramics Headquarters and Guangzhou Design Week, aims to create a professional reference platform for Chinese consumers to best meet the international trend of home decorationAt present, it has ushered in the third process of on-site evaluation of design cafes.In order to get a better understanding of the enterprises participating in the election, on the day of the selection (October 25), Chen Fangxiao, Creation Director of Chen Fangxiao Designer's Office, Chen Fangxiao, Creation Director of Hong Kong Zhanshen Decoration and Display Consulting Co., Ltd., Chairman/Design Director of Shenzhen Panshi Interior Design Co., Ltd., and Wu Wenli, Outstanding Designer Designer of California Municipal Government, USA Jida Cafe visited the plain modern Pavilion of the headquarters of Owen Lai for field visits, and felt the quality and charm of plain modern bricks at close range.During this inspection, Irvine Marketing Director Liang Xueqing personally received and explained the brand and products, and explained in detail the brand concept, product design and new product introduction of Irvine. The development of ceramic tile products and space design has been deeply exchanged and discussed. The key words are "time dimension", "diversified thinking" and "design logic".I can see the traces of my life on this brick. I have many stories that can be found in this brick so that the connection can be made.Speaking of the current product status of the industry, Mr. Chen Fangxiao believes that many enterprise products for stone reduction have achieved "from nature but higher than nature", and have been moving in this direction, which is indeed a certain value of the existence of demand, but, "such enterprises have ten or eight on the line, all of them are. To study this, there is a lack of more possibilities for interior designers."My walls are all grey, but not as gray as paint. It has to have touch and time traces. I think this is the most important thing. Like your gray impression, I can see the traces of time. It looks like the knife of time has been cut.During the visit, the instructors showed great interest in the "Owenlai Gray Impression" of the new ceramics collection.In a crowd of products, the instructors expressed their appreciation of this year's "Owen gray impression". Mr. Chen Fangxiao said he saw the time dimension in "Owen gray impression"."Many people branded marble for thousands of years, but I think this product is instantaneous branding. The texture of a stone may be calculated by thousands of years. I can't control this time. The traces on the brick surface are the traces of time that I have experienced. I can see the traces of life on this brick. I will have many stories to find in this brick so as to produce. Raw connection.Mr. Chen Fangxiao's intuitive experience coincides with Irvine's current product design logic.In the future, the depth of the entire product design depends on the combination of material and time. Product material will not be created out of nothing, many times to do product design, is to seek the most beautiful material moment, and then presented.Design elements can better wake users if they come from the common memory of users. All products are rooted in the user, because the product will eventually enter the user, in line with their aesthetic taste.In the future, the whole product design will go down, adding the time dimension to the product design, which is the key point to participate in waking up users. To wake up the users, it is important to think and read the users.Liang Zong said: "we should find common memories with users and arouse our common feelings. For example, Italy does a lot of product design, cement or terrazzo, because this is their living environment, they accept the symbol, but this kind of thing to China may not be possible, Chinese architecture has undergone great changes, many people's growth environment does not have this, may not see our production. The product will feel, so the users of different products are also different, the thinking dimension of our research and development products is like this, so we can not copy foreign products, directly move back, because the user group is different.Wu Wenli agreed: "it is to find the point of grasping the heart."In the past, we only had a single thinking of products, but now we need more comprehensive and diversified logic and thinking.For the future development direction of industry products, Mr. Wu Wenli believes that: "At the same level, we should win with ideas. In our age, the future direction is not necessarily a new technology, more likely is the concept, lifestyle and so on, (these) can affect product development. In the past, we only had a single thinking of products, but now we need more comprehensive and diversified logic and thinking.At present, there are more prescient brands in the industry to develop with more dimensions of product design logic. Taking Owenley as an example, from "Owenley Gray" to "Owenley Gray Impression", product advantages rooted in user needs are increasingly developed in market competition.Owen Lai Grey Impression series products break away from the natural reproduction of texture, touch and other dimensions. Product creation integrates the thinking of the triple design dimensions of material, creativity and time, and then carries out fine innovation from texture, touch and light sensitivity. Every inch of detail conquers the micro-sensory of "detail control" crowd and meets the needs of "detail control" crowd.The future is not a subversive era, but it must be an era of micro innovation. Products with high and temperature will not be cold and dazzling. The ultimate goal of products is to make users feel, appreciate and sympathize with each other. It is no longer just technology and productivity that lead product innovation in the industry. It is important to understand the real needs of users, aesthetics and life and realize them.

According to the data of China Building Sanitary Ceramics Association, the total amount of building ceramics in China dropped by 18.9% from January to August, 136 building ceramics enterprises withdrew from the historical stage, and the main business income of the industry fell by 30.6% from the same period last year."All kinds of signs show that the overall demand of the ceramic industry has become a trend of shrinkage, from the industry as a whole, most enterprises in 2018 are difficult to suppress the decline in performance." This is the scene that a professional in the industry wrote in the article. It is an undoubted reality that the industry has entered the "winter" under the confirmation of many analysis and examples. Perhaps no one knows how long the industry will last in winter, but if winter comes, can spring be far behind? Looking back on the historical trend, opportunities have always been accompanied by crises. Like animal molting, crises actually mean new vitality, but this "opportunity" can not be expected to fall from the sky.Make the product the ultimate.
In different environments.
Survivability
In the cold winter of the industry, there are still a lot of standing corporate brands. It is no accident, no miracle, no overnight success to have today's "river and lake status". It is not difficult to find that these corporate brands have a common point, that is, they have a solid foundation, that is, product base.
In a modern ceramic tile, the two years of frequent Irving is also a bright spot.
Strengthen internal strength training and bring the advantages into full play.
Owenle put forward that products are the origin of everything.Owen-Lai has a scientific product system precipitated from the international background, not formed overnight. It has its core R&D concepts and models. For example, Owen-Lai's texture, gray level, touch, light sensitivity, anti-skid and other multi-dimensional technical indicators of each product are extremely rigorous, closely related to their product themes. Material is formed and deduced through the analysis of consumption scenarios. This is the product strength that can be embodied as the leading brand of modern bricks, rather than simply generalized by the general expression of texture. In the past 20 years of experience in the field of plain color, after careful restart of the track, "plain modern brick" is the basis of its resistance to cold winter. In my opinion, all marketing means and methods only provide a channel for products to reach consumers, and only the products themselves are the initial hope of consumers. No matter how the market consumption pattern changes, how the channel changes, and how diverse the marketing, only by mastering the products and making the products to the extreme, can we have the survival ability in different environments.Trend foresight, understanding is greater than see.But those who make the product will always slip into the vicious circle of following up. These two or three years coincide with the upsurge of modern ceramic tiles. 90% of the brands follow up, "surplus" and "homogeneity" are not part of the factors that make the wind and frost. Look at the original hot posture was simply unexpected, or temporarily invisible, "cold wind" blow will have such a large area of decay. Some people in the industry predicted that there would be a large number of small and medium-sized brands to say goodbye to us as the situation continues.Owen Lai, based on the multi-dimensional thinking of fashion, has a keen insight into the international trend of high-grade grey tiles. Moreover, with the change of the aesthetic trend of modern home, more and more consumers like this kind of products. A series of "product base + marketing planning" combination punches out in the industry and terminal market. The field has achieved considerable results. Why do we create two totally different outcomes? At the beginning of the trend followers are ambitious to share in the market, but the reality is that they hold the number plate waiting to be determined outside the door. Perhaps in today's domestic tile industry, to create "traffic stars" can be very rapid. Simple follow-up is easy, but can not afford the basis, that may be a meteor from the horizon, short and beautiful!Liang Xueqing, director of marketing Owenle, said: "understanding is greater than seeing." We see product trends, and we need to understand the logic behind them. When the trend arrives, we need to make the product what, why to make the product like this, into the focus of thinking, identify the problems, before we have the opportunity to break the situation.Owen Lai sees the trend, understands the logic behind the trend, gives full play to the advantages of research and development and manufacturing of high-grade grey tile, and promotes Owen Lai to form a strong competitive advantage in the domestic market of high-grade grey tile segmentation. Rammed FoundationGet out of your product pathWhere is the product road?Dr Yin Hong, Secretary-General of Foshan Ceramic Industry Association, said, "We need to understand the trend, do what we are best at, sometimes take what we need. Everything in ceramic tile industry is individualized, and we need to have its own characteristics. It is possible to make black bricks or other individual products as long as we do it well."Report errorsProfessor Wu Wenli of the design circle said: "At the same level, we should win with ideas. In our age, the future direction is not necessarily a new technology, more likely is the concept, lifestyle and so on, (these) can affect product development. In the past, we only had a single thinking of products, but now we need more comprehensive and diversified logic and thinking.Next, we need to choose what way to go according to the actual situation, whether in advance or in retreat, or in follow-up or in dormancy, I believe that the brands have already made plans. No matter which direction to choose, thick grain will be able to "survive the winter" safely. "Grain" is a scientific system, technological experience and innovative thinking around products. The market is cruel. Only by taking the first step, can we not lag behind the industry. As long as enterprises take positive measures to deal with market changes and abandon the lucky mentality of "living in earnest", the market can still be optimistic.

Beautiful design comes from our diligent pursuit of the quality of life; the original intention of design is to find the best living space and achieve the wishes of the host.What is tile for home decoration materials for design? Ceramic tile is the background, skin and expression of space.High quality ceramic tile will make the whole space vivid because of the details. Irvine plain modern brick pays attention to "instant quiet high-grade gray". From the level of product manufacturing, scientific and technological parameters are used to ensure the accuracy of product tone reduction, so as to keep the gray tone clean and comfortable.To create beauty, we need to be good at discovering beauty. Together with Xiaobian, let's see how the beautiful high-level grey space is designed.This design takes the temperature of life as the clue, starts from the spatial layout, centers on the TV background wall, and conceives the construction of various field situations by divergent thinking. On the whole, natural grey is the main color of the design, while the temperament of the building, but to the temperature of life as the style.In the open air, the design focuses on the control of the relationship between guests and restaurants. Designers emphasize the penetration and perfection of functions through the TV main wall in the form of furniture. They extend the open social kitchen to its living room function and the transformation of the use situation. In the continuation design of the dining area, they also highlight the wine cellar and the center. Functional design of kitchen.On the other side of the horizontal design axis, the master bedroom conceals the study and cloakroom, while the two daughters'playroom extends to two separate bedrooms.In the design of open space, the relationship between the living room, dining room, bedroom, kitchen, bar is very important, not only the interconnection, but also reflect the independence and their functional properties.Design is a combination of aesthetics and function, and a balance between sensibility and reason.From the perceptual point of view, the designer pays special attention to the relationship between the host's care and guardianship for the home. The design of space and the use of materials are all aimed at seeking the temperature of life, with wood as the main body to match metal elements, emphasizing the fineness of the process, as the host's pursuit of life feelings.Project Name: Daily axisVenue: Taipei, Taiwan, ChinaDesign company: near border productionMain design: Tang ZhonghanDesign team: Ceng YongjieCompletion time: 2018Designer: Zhong WeiRepresentative work